Life nahin hai laddoo

This confectionery company is looking for a creative agencyET Bureau | November 11, 2015, 06:21 IST

A leading global confectionery company has been going through a fair bit of churn ever since it became a part of an American multinational confectionery, food and beverage conglomerate. The churn is not just limited to internal changes like realignment of portfolios and change of work-styles which have been underway for a while now. Our moles tell us that before the year ends, there is likely to be a churn on its creative mandate as well which is currently split between a couple of agencies.

The core confectionery business is unlikely to be affected, since the Asian business is pretty strongly aligned to the current partner, a creative giant in its own right. It's the non-confectionery business and a specific brand of chocolate that is unique to India that could come under realignment scrutiny. As per our moles the beneficiary could well be this once independent agency that is now a part of a network which works with the marketer globally in many countries.